Merck announce Embracing Carers initiative ​

In a poignant collaboration with PR company Porter Novelli, production company Fight Gravity has brought the Merck’s Embracing Carers campaign to life, profound works of storytelling that elevate the voices of family caregivers. 

These emotionally rich films delve into the quiet heroism, resilience, and boundless love of those supporting loved ones through the difficult journey of cancer.

The two films go beyond traditional awareness campaigns, blending authenticity with artistic innovation to transform abstract challenges into tangible, heartfelt narratives.

Hazel and John: A Story of Love and Devotion

The first film introduces Hazel and John, a couple whose lives have been upended by cancer. The narrative follows John’s steadfast devotion to his wife as she battles the disease, portraying the emotional toll of caregiving with tender honesty. Through vignettes of quiet strength, their story becomes a testament to love’s capacity to anchor individuals during overwhelming uncertainty.

“This story was about more than caregiving; it was about love,” explains director Carl Woods. “We wanted to evoke a sense of timelessness, crafting a film that felt like a memory, intimate and deeply personal.”

David and Anson: Vulnerability and Resilience

The second film highlights David and Anson, capturing the shared moments of laughter, struggle, and unyielding commitment as David cares for his partner. With raw vulnerability, the narrative dives into the complexities of caregiving, reflecting the resilience of the human spirit. The film avoids clichéd tropes, instead focusing on the real emotions that arise from supporting a loved one through life’s hardest challenges.

“These stories aren’t about cancer or caregiving, they’re about connection,” explains Carl Woods. “By creating a safe space through audio-only interviews and non-linear narratives, we allowed the participants to share their truths freely.” 

Bringing the campaign to life

Carl’s use of mixed media, emotive cinematography, and carefully curated soundscapes adds layers of depth to the films. By incorporating archival footage and capturing personal spaces imbued with memories, the visuals seamlessly blend past and present. The decision to exclude talking-head interviews fosters a sense of intimacy, enabling viewers to feel as though they are experiencing the caregivers’ lives firsthand.

"To be trusted to tell the stories of David and Anson as well as John and Hazel were not only a privilege but also an honour. We were allowed into their lives for two months trusting us with life changing stories and reliving the torment and heartache they all went through for love"